Blue Nile SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 7631

SWOT Analysis of Blue Nile with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Blue Nile

Parent Company

Blue Nile


Jeweler and diamonds(USA)


Lifestyle and retail

Tagline/ Slogan

A smarter way to buy diamonds; Education. Guidance. Diamonds and Fine Jewelry; It starts with the diamond in your mind


Customization done by excellent and experienced craftsmanship



Men and woman with viable financial condition and who are more technologically sound and who are often purchasers from online portal

Target Group

Men and Woman from an affluent class


Exquisite designs, certified jeweler.

SWOT Analysis


1. One of the largest sellers of diamonds using online interface in USA.
2. Choices of over 33,000 options in diamonds are available

3. No Inventory and space issue since they directly deal with wholesalers of the respective areas for shipping it to the end user.
4. Seasonal dynamic gift centre

5. Strong brand presence in US


1. Since its online purchase, people cannot compare the product or cannot match with other products till it’s being packaged and sent
2.Many customers still have this instinct to see the product and wants the extra services the company willingly gives


1. More advertising needs to be done.
2. Use of social networking sites can be used to spread the awareness among youngsters.

3. Going global and overseas.


1. Damage caused to problems at times of shipping
2.Spike in the prices of gold
3.Prices of Fuel and euro crisis also is a threat.



1. Tiffany and co
2.Signet Group – Kay  Jeweler
3.Zale Jeweler stores

The table above concludes the Blue Nile SWOT analysis along with its marketing and brand parameters.


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